Yet marketers target children’s natural inexperience in order to reach the household purse. This campaign aims to empower families to challenge the commercialisation and sexualisation of childhood through positive action.
Following the launch of this campaign the Government commissioned the previous CEO of Mothers’ Union to write a review of this subject and the Bailey Review called ‘Letting children be children’ received a positive response and much action has been taken –
- ParentPort was launched to make it easier for parents to lodge a complaint with the media regulators.
- Action has been taken on over-sexualised on-street advertising.
- Most responsible retailers have signed up to and adhere to the Responsible Retailing Code of Practice for children’s clothes.
- Major brands have agreed to ban the use of children as brand ambassadors and in peer-to-peer marketing.
- The five main internet service providers (ISPs) now offer parental safety controls to their new customers to help parents prevent their children seeing inappropriate material online.